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Penfolds picks Melbourne duty free to mark 180 years
Treasury Wine Estates has marked the 180 year anniversary of its flagship brand by launching a new limited-edition wine in Melbourne International Airport.
The Australian wine brand has launched the limited-edition Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 to mark 180 years in business.
Penfolds released the wine as part of a global travel activation within Melbourne International Airport, in collaboration with Lotte Duty Free.
Just eight three-litre bottles of the Penfolds Bin 180 have been released worldwide as part of the celebration, accompanied by 1.5L bottles and 750ml gift boxes.
The 3L jeroboam unveiled on 1 August to mark the anniversary was sold just nine days after it was first showcased.
Michael Jackson, global director, Penfolds Global Travel, said of the occasion: “As we commemorate 180 years, we also celebrate our legacy of excellent craftsmanship and pioneering spirit. This activation with Lotte at Melbourne International Airport allows us to share a rare piece of history with the world – the Bin 180 Coonawarra Cabernet Shiraz 2021. This limited-edition symbolises eighteen decades of innovation, invention, trials, and triumphs, and is a testament to Penfolds enduring pursuit of perfection.”
Jackson said the new 3L collector’s edition aligns with “consumers’ growing desire for luxury and unique experiences within global travel”.
Steve Timms, CEO of Lotte, commented: “We are privileged to collaborate with Penfolds on this significant occasion. The luxury global travel space thrives on unique and exquisite offerings, and the Bin 180 collector’s edition embodies this perfectly. We are eager to continue creating memorable experiences for wine enthusiasts from all corners of the world with Penfolds.”
Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 is blended from Block 10 Cabernet Sauvignon and Block 5 Shiraz.
Penfolds partnered with South Australian artisan Andrew Bartlett to design a limited-edition art piece to enclose the rare 3L jeroboam Bin 180 wines, constructed from staves of Penfolds French oak barrels.
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